Kaiser, Viacom to Break AIDS PSA at Super Bowl

Published on January 28, 2004.

This PSA will air during the pre-game show.

A new HIV/AIDS PSA has joined the roster of commercials that will air during CBS' Super Bowl coverage on Sunday. Created by DDB/Seattle and directed by Czar director Lieven van Baelen, the spot was made for the KNOW HIV/AIDS media campaign launched last year by Viacom and the Henry J. Kaiser Family Foundation.

The commercial shows a dumpster in an alley as voiceover speaks of the 20 million "young lives" that could be lost to AIDS in the next few years. As the VO tells us that "it doesn't have to be that way," the dumpster flies open and a stream of teens and twentysomethings climb out.

The :20 will air during the pre-game show in time donated by CBS parent Viacom. (AdCritic subscribers can click here for our complete 2004 Super Bowl coverage.)